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ITC INTERROBANG

SEASON 2

Bingo! Mad Angles Case


Challenge
Team Name: Lime, Salt &
Tequila
Kreeti Mahajan (21C)
Moksha Sharma (25C)
Shashank Malhotra (44B)
MBA (IB), 2011-13

Bingos Point of Consumption


Status

Issues Addressed
1)

2)

Associations

Growing Competition
a) Discount players: Strategic
Cost Advantage
b) Competitors
me-too
products
Absence of a strong tangible
brand association as competitors
have celebrity endorsers

3)

Aggressive brand building


engage larger masses

4)

Dilution
of
the
differentiation due
shaped products

5)
6)

to

triangular
to similar

in

South

Desired
State

Family
Friends
In House
Consumption
Out of House
Consumption
Special Occasions
Synergy
Product Superiority

Zonal Snacking Preferences

Communicating
tangible
superiority of the product
Slow growth
market

Current
State

Indian

High

West Zone

South Zone

North Zone

East Zone

Tradition
al Snacks

Low
Low

Dry
Snacks

High

There are more than 1000 varieties of snacks


available with potato chips dominating the market
Indian Snack Industry
Growth driven by youth & children
Annual Growth Rate
Total Market Size: US$ 3bn* Fast paced lives in metros, less time for formal
Market Growth: 14%*
meals, has led to an increase in the demand for
18%
on the go products
Entrance of new players has led to an accelerated
category growth along with constantly switching
8%
Unorganized; 52%
customer loyalty
Organized; 48%
The northern & western regions have been high
growth areas
There is an increasing preference for healthy
Organized Unorganized
snacks, but the consumers do not want to
compromise
withexplored
the tasteto its fullest potential. Hence we decided toforay into
The south Indian snacks market
has not been
this domain.
-Sanjay Sharma, CEO & MD, MTR Foods Pvt. Ltd
There is a major assumption that a packaged snack food is a junk food product. There is a constant effort on
part of packaged snack food industry to project the health aspects.
-Ketan Thakkar from Food and Beverage News

KURKURE
DESI BEATS
Strong Brand
Association: Indian name ,
celebrity endorsement &
active brand engagement
(Ex. MTV)
Differentiation on the basis
of traditional ingredients
Perceived as an exact
replica of Bingo Mad Angles
*Source: KPMG Report on Indian Snack

SENOR
PEPITO
Perceived to be a premium
player due to foreign
flavours
Wide presence in urban area
High brand recall with
the TG despite little
advertisement
Disconnect with
consumers due to lack of
Indian flavours

DISCOUNT
PLAYERS
Low cost & higher grammage
Limited marketing costs
Penetrate small towns with
direct sales force, substockists
Minimal brand recall
Lower quality as compared to
others
**Only triangular finger snack category

**

Brand SWOT

Strength

Brand Identity Prism

Weakness

>Highly
differentiated
product in a
cluttered market
>Large distribution
network
>Easy access to raw
materials
>Unique taste &
positioning

> Limited penetration


in rural areas
> At times, its ads are
considered vague
> The brand fails to
put across its USPs
of unique taste &
health benefits

>Tap rural market to


increase consumer
base
>Legacy of ITC
>More alliances in
tune with Futures
Group
>Favorable
demographic profile
& changing lifestyle
>Growing market size

>Boycott from health


conscious people
>Increased
competition from
players launching
triangular snacks
>Increasing number
of unorganized
players

Opportuniti
es

Physique
Crisp triangular,
Symmetric tasty finger
snacks

Personality
Innovative, trendy,
lively,
humorous, fun loving

Relationship
Emotional, high
top of the
mind recall

Culture
Indian,
bonding,
youthful,
experiment

Reflection
Bindass, fun loving,
outgoing, young at
heart

Self-Image
Cool, humorous, unique
witty, center of
attraction

Threats
4

**
Key Triggers for
Snacking

Hunger
Pangs

Bore
Busters

CUSTOME
R
INSIGHT
MODEL

Existing State
Low

Me
d

Hig
h

Desired State
Low

Med

Hig
h

Involvemen
t

Snacking options
are evaluated on
the basis of which
archetype the
consumers
belong to

Health
Seekers

Comfort
Food

Rationality

Target
Segme
nt

Explorers

Final choice for


snacking

Emotionalit
y
Respondent Demographic Profile*
Age

7-35

Gender

Male (55%) & Female


(45%)

Household Income

4-20 lacs per annum

City

Tier I and II

Easy Going

*Source: Based on 40 Qualitative in-depth interviews in the 4 zones across 3 target groups: school kids, youth and mothers. For
questionnaire refer to the word document

Brand Centric
Frequent Snacker
Key Influencer:
Media & Peers

What is
his
lifestyle?

What
does he
need?

Up to 15 yrs, 15-25
yrs, > 25 yrs
Urban
Middle & High
Income groups
Who is
the
Custome
r?

What
does
Bingo
mean to
him

Novelty in taste and


flavour
Good packaging
designs

% of respondents
Preferred
strong
brand
association
s

55%

Fun time munching


with friends,
No association with
hunger

Desired a range
of price points
for different
occasions

30%
Showed an
affinity towards
healthier
alternatives
while junking

*Source: Based on 40 Qualitative in-depth interviews in the 4 zones across 3 target groups: school kids, youth and mothers. For

25%

Case
Understanding

Industry
Understanding

Understanding
the Brand

Understanding
the Customer

The Way
Forward

A brand mascot will help in personifying the brand and will aid top of the
mind recall. Besides, it is a powerful and exclusive property

Hi, I am
Maddy!

Offer a Maddy gift toy


in exchange for 3 empty
Mad Angles packets. This
will help to:
Increase Sales
Induce family trial
Convert occasional
consumers to heavy
users
Recycle packets
furthering ITCs green
agenda.
Maddy merchandise for
e.g T shirts, caps, wrist
watches, soft toys, pillows,
puzzles
at
designated
retail outlets

Life sized 3-D figures of


Maddy at Mall Entrances,
Modern Retail Outlets,
Airports etc. Bus stops
resembling the triangular
the anatomy

There is a great chance of a brand being lost in the clutter while using a celebrity. Mahendra Singh Dhoni is
presently endorsing over 20-25 brands but when it comes to recalling a brand I can only think of 5-6 of
those
-Abhijit Avasthi, Ogilvy &Mather

PACKAGING
& PRICE

Pan India launch of a new category


of cereal based Breakfast Angle
chips for on the go consumption
Cater to the fast paced urban life
Have the same base ingredients of
Rice, Corn
and Gram
Can be positioned as a health snack
(Baked not fried)

Tap into the under developed


branded traditional snacks market.
Introduce a traditional flavor only
for this region using Rice, Coconut
and Valaikai (Raw Banana) as a base

Highlight Baked, NOT fried on


the packaging to weave in the
health proposition with taste
Introduce larger packs at price points
of INR 30 and INR 50 (party
packs) with zipper facility as well
as Gift hampers during festive season
Launch Triangular Mini packs at the
magic price point of INR 3, to
reinforce that Bingo Mad Angle
was the original triangle
Tap into rural markets
Tap into the goods instead of
currency change mentality of
urban shop- keepers
The triangular pack can be further
scaled to other price points
depending on the response

OFFLINE
MARKETING
Customer Reward Program with a
chance to feature on the party pack
with the most creative Mad Angle
topping recipe

Launch a pan India taste validation


activity,
Bingo
Khao,
Hume
Batao
A large life size Maddy poster which
will rotate in malls across major
cities and will involve distribution of
free samples followed by people
writing about their taste experience.
(Will be extensively supported with
radio and print ads)
Induce trial
Will help in establishing product
superiority in terms of taste
The
end
statistics
will
be
aggressively communicated

Spoof based engagement event


across:
Residential
areas
called,
Our
family moment of madness
Universities and colleges called ,
My
campus
moment
of
madness supported extensively by
road shows, fest sponsorships and
the concept of campus brand
ambassadors

Unique
triangular
shaped
rack
merchandising at POS, triangular
page
advertisements
in

CHANNELS
1.Launch a dedicated Facebook
page. Undertake attention drawing
activities like Tell us your hilarious
triangular love story and reward
the best spoofs

2.

Bingo in
Competition on
seconds videos
how a person
because he had

my mad worldYoutube inviting 30


comically depicting
survived a day just
a Bingo

3. Launch a Twitter Bingo Fan Club


inviting

Conventional Kirana Stores


Modern Retail
Tie ups with Multiplexes;
School, College, Office Canteens
Mall kiosks

Create a strong brand association to


leverage the uniqueness of the
existing jingle
Launch ringtones, SMS alerts
Customized kids cycle horns & call
bells
Make it viral by extensive use of
social media to make it cult
Problem: Peculiar customers who
only seek value for money
Solution:
Aggressive distribution in small
towns
INR 3 packs to induce product trial
and
help
establish
a
taste
superiority furthering a conscious

Case
Understanding

Industry
Analysis

Understanding
the Brand

Primary
Research

The Way
Forward

Cost Priority Tradeoff


High
Priority

Brand
Mascot &
allied
Offline
Marketin
g
Digital
Marketin
g

Low
Priority

Jingle
Activatio
n

Channel
Activatio
n

Packagin
g (and
price)

Low
Cost

Launch of
South
India
flavor

Launch of
Breakfast
Angle

High
Cost

Rollout Phases

THANK
YOU